Karima Afra Leadership in Flow, feat. Bruce Lee
ince 2024, Karima Afra, a Swiss chameleon with Arabic roots, has been working on building her own business as an executive coach. What she lacked was a clear positioning and visibility. In the Brand Alchemy coaching sessions with Katja, the positioning and the specific services offered were developed. Subsequently, a visual identity was created to support and communicate this, while reflecting Karima’s personality, vision, and values.
We first came up with the concept for the logo, in which ‘Ka’, Karima’s initials as well as the first two letters of her first name, are represented as an element of the periodic table. Elementary means ‘constitutes an essential or typical feature; fundamental’ or ‘connected with or embodying the forces of nature’. Hence presenting Karima as a fundamental building block for further development. With the conception of the clever (it is in German anyway;-) claim ‘Klarheit in Führung’ the tone was definitely set.
Further building blocks for the visual identity soon followed. The color palette was finetuned in coordination with Karima’s wishes and the typography concept was finalized, pairing two truly awesome typefaces: Nudica by Atipo and Sunday Club, by Fenotype.
This all was applied to a one page website, as part of our banding package A Brand New Page. Next to Katja’s magic copywriting touch, the project came to life with the amazing as ever photos of our beloved and trusted swiss partner in crime, Boris Baldinger. Karima says:
Now, after what felt like a long time, I have finally dared to step into visibility. The feedback on my website has been consistently positive: that it fits me perfectly, that I come across as real, that it is authentic – and I myself feel completely at home with it. You have done outstanding work: you guided and supported me, and you pushed me at the right moments. I am very grateful.
